In an attempt to keep up with mobile competitors like Verizon and T-Mobile, Sprint launched its Unlimited Freedom plan on Thursday, which extended a previous promotion to new customers until June 30, 2018.

For $50, customers have access to unlimited minutes, text messages and data for one wireless phone number. Two lines cost $40 each per month, and four lines cost $30 each.

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“More than 90 percent of our customers are already choosing Unlimited,” said Chief Marketing Officer Roger Solé. “During the past few months, we’ve seen other national wireless carriers offer unlimited plans, but their offers don’t match the value we provide."

Earlier on Thursday, Comcast revealed its entry into the already saturated wireless market with a $45/month unlimited plan for Xfinity X1 customers.

Sprint is the fourth-largest wireless service provider in the US - Verizon, AT&T and T-Mobile sit at first, second and third place. The companies directly compete with one another's efforts to offer better plans at deeper discounts.

In January, London-based analytics firm YouGov Brand Index said that Verizon and AT&T were losing face with customers, and that both companies had experienced "significant value perception" declines during the 2016 holiday season.

"Since Christmas, Verizon Wireless’ consumer value perception moved to its lowest point in at least six years, while AT&T has been declining steadily since early December to fall behind the other three in this key consumer metric," Brand Index CEO Ted Marzilli said.

Despite this, the "value perception" of Sprint had slightly improved or stayed the same since the 2016 holiday season.